Study On Influencing Factors Of Users' Continuous Intention Of MOOC Platform

With the continuous updating of Internet technology and the increasing demand for education,the online education practice based on Internet technology has also been transformed into an online education industry represented by MOOC.In recent years,China's online education market is huge.The Ministry of Education also affirmed the new online open courses and learning such as “MOOC” in the “Opinions on Strengthening the Application and Management of Online Open Course Construction in Colleges and Universities” published in April 2016.The report of the 19 th National Congress also raised the development of online education to the national strategic level.Online education is a hot topic in both academic and practical fields.The country's active policies for online education have paved the way for the development of the online education industry and laid the foundation for the prosperity of the industry.It can be seen that more and more capital is pouring into the industry.As an important builder of the online "golden class",the MOOC platform faces the situation of increasing national policy control and the industry's prosperous competitors.How to accumulate users and maintain market competitiveness is a problem that cannot be ignored.In this context,this paper uses the structural equation model analysis method to analyze the influencing factors affecting the users' intentions of continuous use of MOOC platform,in order to provide reference for the behavior analysis of MOOC platform users and the commercial operation strategy of MOOC platform.Based on the predecessors,this study integrates the information system continuous use model,technology acceptance model and trust theory.With reference to the existing domestic and international research on the continuous use intention and user behavior,and considering the characteristics of MOOC,a questionnaire for the influencing factors of the continued use intentions of platform users was developed.Students in the course of the 2018 autumn in the zhihuishu online education platform are surveyed,using SPSS and AMOS software to organize,descriptive statistical analysis,reliability and validity analysis and related analysis of the recovered data.Assuming a path test,the final conclusion is: Firstly,perceived usefulness,expected recognition,perceived trust,perceived ease of use and satisfaction all have a direct impact on the user's intention to continue to use the MOOC platform.Among them,satisfaction has the greatest direct effect on the continuous use intention.Secondly,satisfaction plays a partial intermediary role in the relationship between perceived usefulness and continuous use intention,expectation confirmation and continuous use intention.However,the mediating effect of satisfaction on the relationship between perceived ease of use,perceived trust and continued use intention is not significant.Thirdly,expectation confirmation,perceived usefulness,and perceived trust all affect user satisfaction.Among them,expectation confirmation has the greatest impact on satisfaction,and perception trust has the least effect.Through the discussion and analysis of the empirical results,the following management suggestions are proposed: MOOC platform should develop a personalized teaching mode based on big data and artificial intelligence technology,paying special attention to the research and development of the content system and the user experience,and improve the continuous use of users' intention.